Prioritizing people search results

Abstract

A search engine optimization system is provided with an on-line social network system. The on-line social network system includes or is in communication with a search engine optimization (SEO) system that is configured to prioritize people search results based on respective priority scores of the associated keywords used as search terms. The associated keywords represent respective people search results pages (PSERPs). The SEO system generates priority scores for different keyword, using a probabilistic model that takes into account a value expressing how likely the keyword is to be included in a search query as a search term and/or a value expressing how likely is a search that includes the keyword as a search term is to produce relevant results.

1 . A computer implemented method comprising:
 detecting a people-related search request comprising a first keyword and a second keyword, the first keyword and the second keyword representing respective first and second people search results pages (PSERPs) provided by an on-line social network system;   accessing a first priority score assigned to the first keyword and a second priority score assigned to the second keyword;   using at least one processor, generating respective ranking scores for search results retrieved in response to the people-related search request comprising the first keyword and the second keyword using the first priority score assigned to the first keyword and the second priority score assigned to the second keyword;   selecting a subset from the retrieved search results for presentation on a display device based on the generated respective ranking scores; and   generating a search results web page comprising the subset selected based on the generated respective ranking scores.   
     
     
         2 . The method of  claim 1 , wherein the generating of the search results web page comprises generating an order of presentation of items in the subset based on their respective ranking scores, the method comprising:
 causing presentation of the web page on a display device.   
     
     
         3 . The method of  claim 1 , comprising:
 generating the PSERP, the PRERP comprising references to one or more member profiles representing respective members in the on-line social network system;   selecting a term included in the one or more member profiles referenced in the PSERP; and   identifying the term as representing the PSERP, the term corresponding to the first keyword.   
     
     
         4 . The method of  claim 1 , comprising:
 accessing the PSERP; and   determining a term that represents the PSERP, the term is the first keyword.   
     
     
         5 . The method of  claim 4 , wherein the term represents a place of employment. 
     
     
         6 . The method of  claim 4 , wherein the term represents a professional skill. 
     
     
         7 . The method of  claim 4 , wherein the term represents a geographic location. 
     
     
         8 . The method of  claim 4 , comprising:
 monitoring people-related search requests that include the first keyword;   determining a popularity score for the first keyword, the popularity score indicating how likely the first keyword is to be included in a people-related search query as a search term, using the monitored people-related search requests;   generating a relevance score for the first keyword, using search results produced in response to the monitored people-related search requests, the relevance score expressing how likely a search that includes the first keyword as a search term is to produce a relevant result that originates from the on-line social network system; and   generating the first priority score for the first keyword utilizing the popularity score and the relevance score.   
     
     
         9 . The method of  claim 1 , wherein the search request is directed to the on-line social network system or a third party search engine, the third party search engine and the on-line social network system provided by different entities. 
     
     
         10 . The method of  claim 1 , comprising determining that the search request is a people-related search request based on presence of one or more predetermined people-related search terms in the search request. 
     
     
         9 . The method of  claim 1 , wherein the search request is directed to the on-line social network system or a third party search engine, the third party search engine and the on-line social network system provided by different entities. 
     
     
         11 . A computer-implemented system comprising:
 a search requests monitor, implemented using at least one processor, to detect a people-related search request comprising a first keyword and a second keyword, the first keyword and the second keyword representing respective first and second people search results pages (PSERPs) provided by an on-line social network system;   a search results ranker, implemented using at least one processor, to:
 access a first priority score assigned to the first keyword and a second priority score assigned to the second keyword, and 
 generate respective ranking scores for search results retrieved in response to the people-related search request comprising the first keyword and the second keyword using the first priority score assigned to the first keyword and the second priority score assigned to the second keyword; 
   a selector, implemented using at least one processor, to select a subset from the retrieved search results for presentation on a display device based on the generated respective ranking scores; and   a web page generator, implemented using at least one processor, to generate a search results web page comprising the subset selected based on the generated respective ranking scores.   
     
     
         12 . The system of  claim 11 , wherein the web page generator is to generate an order of presentation of items in the subset based on their respective ranking scores, the system comprising a presentation module to cause presentation of the web page on a display device. 
     
     
         13 . The system of  claim 11 , comprising a PSERP generator, implemented using at least one processor, to:
 generate the PSERP, the PRERP comprising references to one or more member profiles representing respective members in the on-line social network system,   select a term included in the one or more member profiles referenced in the PSERP; and   identify the term as representing the PSERP, the term corresponding to the first keyword.   
     
     
         14 . The system of  claim 11 , wherein the PSERP generator is to:
 access the PSERP; and   determine a term that represents the PSERP, the term is the first keyword.   
     
     
         15 . The system of  claim 14 , wherein the term represents a place of employment. 
     
     
         16 . The system of  claim 14 , wherein the term represents a professional skill. 
     
     
         17 . The system of  claim 14 , wherein the term represents a geographic location. 
     
     
         18 . The system of  claim 14 , wherein the search requests monitor to monitor people-related search requests that include the first keyword, the system comprising a priority score generator to:
 determine a popularity score for the first keyword, the popularity score indicating how likely the first keyword is to be included in a people-related search query as a search term, using the monitored people-related search requests;   generate a relevance score for the first keyword, using search results produced in response to the monitored people-related search requests, the relevance score expressing how likely a search that includes the first keyword as a search term is to produce a relevant result that originates from the on-line social network system; and   generate the first priority score for the first keyword utilizing the popularity score and the relevance score.   
     
     
         19 . The system of  claim 11 , wherein the search request is directed to the on-line social network system or a third party search engine, the third party search engine and the on-line social network system provided by different entities. 
     
     
         20 . A machine-readable non-transitory storage medium having instruction data executable by a machine to cause the machine to perform operations comprising:
 detecting a people-related search request comprising a first keyword and a second keyword, the first keyword and the second keyword representing respective first and second people search results pages (PSERPs) provided by an on-line social network system;   accessing a first priority score assigned to the first keyword and a second priority score assigned to the second keyword;   generating respective ranking scores for search results retrieved in response to the people-related search request comprising the first keyword and the second keyword using the first priority score assigned to the first keyword and the second priority score assigned to the second keyword;   selecting a subset from the retrieved search results for presentation on a display device based on the generated respective ranking scores; and   generating a search results web page comprising the subset selected based on the generated respective ranking scores.